Jack Wills

22/01/08

The music in Jack Wills is designed to be as much a part of the shop as the stock, merchandising and staff. It is played loud, cannot be avoided and tracks are chosen to add to the dynamism of the shop environment.

The main offenders are guitar based indie tracks with attitude. No long intros; a couple of bars and to the heart of the matter. We avoid the use of too many tracks which enjoyed chart success; this is an attitudinal stance away from the mainstream. A limit is also kept to the number of tracks by any particular artist and a weather eye is kept for artists who may become considered to be too poppy even though of the correct genre. Melody, lyrical content and delivery style are all important in helping to deliver a direct, contemporary and relevant musical backdrop.

All of the main library is less than two years old and is constantly updated with older, tired tracks being removed. As well as using new singles tracks we use album tracks from the newest releases to give greater depth to the collection. Also mixed into the collection is a small number, 10 to 15%, of older tracks ranging from the late 60’s to mid-00’s. These tracks are chosen to provide texture to the collection and also to add to the idea of contemporary culture and heritage mixing and clashing. Also, these tracks provide some perspective to the music selection and recognise the importance of the artists that have gone before to today’s music scene.

To listen to what is playing this month in Jack Wills click on the media player button above.

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